TOKYO and LOS ANGELES (October 7, 2013) – Bandai Co., Ltd. and its North American marketing representative Sync Beatz Entertainment along with their U.S. licensing representative, Evolution USA, LLC are proud to announce the signing of Evy of California, Inc., recognized as one of the most inventive fashion-forward companies in the apparel industry, to create a complete line of clothing for girls inspired by the Tamagotchi L.i.f.e. brand.
Through their agreement, Evy will be granted an exclusive U.S. license for girls’ apparel including activewear, bodysuits, dresses, fleece, T-shirts, knit shirts / tops, leggings, pants, rompers, shorts, skirts, sweaters, sleepwear and outerwear. The estimated shelf date for these products is Back to School 2014.
Specializing in branded collections across all retail price points, Evy of California owns and operates four distinct brands including Fleurish Girl, a tween top and dress department store brand; California Talk, a girls’ fashion top and sleepwear collection; SuperCharged, a boys’ tee and fashion line; and Kidture, a little sister sportswear line. In addition to managing its own brands, Los Angeles-based Evy holds the U.S. licenses for several other top properties including Hello Kitty and Disney. Their products are featured by such retailers as Macy’s, Target and Walmart across America.
“The imagery associated with Tamagotchi has captivated kids for nearly two decades,” said Kevin Krieser, President & CEO, Evy of California, Inc. “We see this passionate fan base actively introducing the kids in their lives to experience Tamagotchi through our unique and adorable wearables which celebrate both the history as well as the future of this popular property.”
“For over 60 years, Evy of California has been a forward-looking leader in the apparel business,” said Naomi Tobita, Chief Tamagotchi Officer, Bandai Co., Ltd. “We are thrilled to have this opportunity to work together in the design and production of fresh and whimsical leading-edge apparel featuring the distinctive Tamagotchi style, which has never before offered on this scale.”
The agreement was brokered by Woodland Hills, CA-based Evolution USA, which serves as Sync Beatz Entertainment’s retail development and licensing partner for the Tamagotchi L.i.f.e. property in the U.S. “We worked very hard to identify a best-in-class girls’ apparel partner to launch the Tamagotchi L.i.f.e brand, and the team at Evy exemplify the type of partner we were looking for,” said Travis J. Rutherford, President of Licensing & Retail, Evolution USA, LLC. “They will develop a fully assorted branded collection with fashion forward design, trend right silhouettes and competitive pricing to deliver incredible Tamagotchi L.i.f.e licensed products to the market.”
The partnership of Evy and Tamagotchi L.i.f.e. follows an earlier announcement that Mighty Fine, Inc. will produce Tamagotchi L.i.f.e. apparel for Juniors (young women). These key alliances advance the next phase for the new lifestyle brand – offering fans a full range of licensed products from home décor to accessories – that embody the spirit and qualities of the original Tamagotchi experience.
With the Tamagotchi L.i.f.e. Website and its Facebook, YouTube, Twitter and Pinterest pages having launched in early November 2012, and the establishment of the “Hometown Heroes” program in January ’13, the Tamagotchi L.i.f.e, brand is resonating strongly with fans of the popular toy, which has sold over 80 million units in 54 countries and territories during the past 16 years. In early 2013, Bandai successfully launched the Tamagotchi L.i.f.e. App, an authentic recreation of the classic Tamagotchi game play with a contemporary spin, and in August, its first App update, generating over 2.6 million downloads. Three Tamagotchi-branded Facebook pages featuring the new lifestyle property have amassed over 160,000 Facebook “likes.”
About Bandai Co., Ltd.
With its corporate slogan “Dreams and Creation,” Tokyo-based Bandai Co., Ltd., one of the world’s largest toy companies, manufactures engaging toys that captivate the imagination and provide endless fun and entertainment through some of the most popular brands in children’s toys and interactive entertainment today. Bandai Co., Ltd. is part of BANDAI NAMCO Group, whose global interests encompass three strategic business units: Toys and Hobby, Content and Amusement Facility. The product lineup of the Toys and Hobby unit, which is led by Bandai Co., Ltd., includes toys, candy toys, cards, vending machine capsule products (Gashapon), plastic models, Apparel, lifestyle goods and other products. The company’s mid-term strategy focuses on “Globalization” through the nucleus of its business – the Character Merchandising business model.
About Evy of California, Inc.
Evy of California, a premier kids’ fashion design house, specializes in branded collections across all retail price points. The company owns and operates four barnds including Fleurish Girl, a tween top and dress department store brand; California Talk, a girls’ fashion top and sleepwear collection; Super Charged, a young mens’ and boys’ tee and fashion line; and Kidture, a little sister sportswear line. In addition to managing its own brands, Evy holds the U.S. licenses for Hello Kitty, My Little Pony, Ever After High, Transformers, DC Comics, Disney Princesses and Fairies, Mickey and Minnie Mouse, The Public Zoo, Boo the World’s Cutest Dog and several other top properties. With offices in Los Angeles, New York, Seattle, Puebla, Mexico and Shanghai, China, Evy embodies the same transparent business practices it was founded on in 1948, and design, quality and honesty are paramount.
About Sync Beatz Entertainment
Representing such respected consumer product organizations as Bandai Co., Ltd. (“Tamagotchi”) and Banpresto (“Kapi•Bara•San”), Sync Beatz Entertainment is a full service marketing organization that creates strategic growth for IP owners by employing traditional and digital media along with consumer product expertise to introduce branded products to the United States marketplace.
About Evolution USA, LLC
Evolution is a full service global licensing and brand management agency and has the expertise to fully monetize intellectual properties through licensing, promotions, location-based entertainment, and retail development. By focusing on brand protection, Evolution secures the licensing partners best suited to maximize and maintain the longevity of revenue streams. Evolution has sophisticated asset management, contract management and royalty reporting systems that combined with its in house expertise makes it a highly attractive alternative to full in-house licensing operation.
Bandai logo: ® and © 2013 Bandai. Tamagotchi:©BANDAI, WiZ. The toy concept and products of Tamagotchi are developed by Bandai Co., Ltd. and WiZ Co., Ltd. jointly.